Responsibilities

• Go-to-Market Leadership. Lead and support end-to-end GTM strategy for key franchise and innovation launches — from positioning and campaign platform through retailer execution and post-launch performance reporting.
• Brand Storytelling. Craft the narratives that stop the scroll and start buying. Build breakthrough campaigns with a clear POV and a through-line that holds from concept to shelf — across every format, channel, and audience.
• Campaign Architecture. Translate product truth into breakthrough creative. Push the work until it's genuinely unforgettable — not just on-brand. You're the person who makes the brief great, not just the one who approves it.
• Cross-Channel GTM Support. Partner with Social, Influencer, PR, Paid Media, and DTC teams to ensure every launch lands with consistency and impact across every touchpoint. Inconsistency is where brand love dies — you make sure it doesn't.
• Budget Management & Performance. Own and manage marketing budgets across campaigns and channels. Track performance metrics — reach, engagement, conversion, ROAS — and optimize spend to maximize ROI at every stage of the funnel.
• Revenue Accountability. Lead with numbers, not lean on them. Come to every business review with a clear story — what the data says, what it means, and what we do next.
• Insights → Action. Pull from consumer data, cultural signals, and competitor intel to surface growth opportunities. Don't just report what happened — explain why, and say what we do about it.
• Retail & Partner Programs. Build compelling sell-in narratives and retail activation plans for Ulta, Target, and emerging channels. Make the buyer as obsessed as our community.
• Infrastructure & Playbooks. Build the launch frameworks that scale. If a process doesn't exist and it should, create it — no waiting, no hiding behind 'that's not my job.'
• Multi-Hat Mentality. You don't clock out at the edge of your role. When something needs to get done, you do it — and you're energized by the range, not depleted by it.
• Senior Stakeholder Presence. Run briefings that align cross-functional teams fast. Influence without authority. Move people, not just decks.

Requirements

• 6–8 years in brand management, product marketing, or go-to-market — beauty, DTC, or lifestyle brand experience required. You know what it means to be a Colour Lover, not just a marketer.
• Cultural Antenna. You know what's next before it trends. You understand the relationship between niche internet culture and mainstream commercial success — and you know how to bridge them.
• Brand Storytelling Chops. You write and think in narratives. You know the difference between a campaign and a moment, and you know how to build the latter.
• Data Driven. You lead with data, not hide behind it. You can look at channel performance, find the real story underneath, and walk a room through what it means and what we do about it.
• Proven Launch Track Record across DTC, social commerce, and retail. Bonus if you've navigated TikTok Shop or creator-commerce at scale.
• Strong Creative Judgment. You can brief a team brilliantly, push back when ideas aren't there yet, and recognize greatness when it lands. You protect the work.
• Builder, Not a Maintainer. You’re excited about the idea of building an iconic brand. You're energized by ambiguity, not paralyzed by it.
• Passion for Beauty, Fashion & Lifestyle. Be about the culture and have deep passion for the industry. The kind where you have opinions about formula, finish, and whether the name of a shade is right. This matters here.